Soul Beat Africa
African development action with informed and engaged societies
Soul Beat Africa
After nearly 28 years, The Communication Initiative (The CI) Global is entering a new chapter. Following a period of transition, the global website has been transferred to the University of the Witwatersrand (Wits) in South Africa, where it will be administered by the Social and Behaviour Change Communication Division. Wits' commitment to social change and justice makes it a trusted steward for The CI's legacy and future.
 
Co-founder Victoria Martin is pleased to see this work continue under Wits' leadership. Victoria knows that co-founder Warren Feek (1953–2024) would have felt deep pride in The CI Global's Africa-led direction.
 
We honour the team and partners who sustained The CI for decades. Meanwhile, La Iniciativa de Comunicación (CILA) continues independently at cila.comminitcila.com and is linked with The CI Global site.
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About Soul City Institute for Health and Development Communication

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The Soul City Institute is a multi-media health promotion and social change project. Through drama and entertainment Soul City reaches more than 16 million South Africans through its 2 main brands: Soul City targeted at adults and Soul Buddyz targeted at 8 - 12 year olds and adults in their lives. Soul City Institute is also involved in is the Regional Programme which is a partnership with local organisations in 8 Southern African countries.

 

In its edutainment products, which include television radio and print, Soul City examines many health and development issues aiming to impart information and impact on social norms, attitudes and practice. While many health communication projects focus on influencing the individual alone, Soul City IHDC views good health as a product not simply of individual choices, but as the product of an enabling environment in which the structural barriers to achieving health and development are removed. Through its multi-media and advocacy strategies Soul City therefore also aims to create an enabling environment, empowering audiences to make healthy choices, both as individuals and as communities.

 

Key Principles Of the Approach

 

Two elements, research and the creation of partnerships are at the heart of Soul City’s approach.

 

Research - Through vigorous research SC IHDC consults both audiences and experts. All materials are thoroughly tested with audiences to ensure that the materials are effective. Through formative research the lived experiences and voices of the communities are captured, giving the materials resonance and credibility.

 

Partnerships - Materials are developed in partnership with organisations active in the issues being dealt with. This ensures shared ownership and involvement ensuring that material are both appropriate and will be used. Where possible, programmes are integrated into wider local initiatives and strategies to achieve maximum impact.

 

Click here for more information about Soul City.